Export of American Culture

Foreign posters tell the story of the export of American culture. Early in the twentieth century, such images as the Belgian double poster of cyclist Marshall (“Major”) Taylor and the German poster of heavyweight champion Jack Johnson, for instance, suggest the international appeal of sporting events and the universal admiration for great athletes that would become such an important part of twentieth-century global exchange.

Moving pictures developed at a moment when posters played a newly important role in urban culture, and the fledgling film industry saw their potential as a primary form of promotion. American films were typically advertised by poster art made in the country that imported them. The foreign posters generally conform to the celebrity images so carefully honed by the actors and their studios, helping us chart the international reputations of these individuals.